Internet usage among South Africa's 18-25-year-olds significantly outweighs their adult counterparts, as a recent report by Analytix BI illustrates. The report, entitled: “South Africa Segment Report: Young Adult Segment (18-25 Years)”, highlights a clustering of activities around social networking that dictates the general Internet usage of this consumer segment.
Based on the most recent AMPS 2011A data, 33% of 18-25-year-old South Africans had accessed the Internet in the past seven days. This figure can be contrasted to the Internet usage of 26-35 and 36-45 year olds, of whom only 26% and 24% (respectively) had accessed the Internet in the past week. As the following graph illustrates, Internet access is equitably split between males and females, with the only discrepancy being a proportionally larger share of LSM 5-7 male users (26%) over females (22%).
Both males and females in the 18-25 year-old segment predominantly accessed the Internet from their homes (43% for males and 44% for females), whereas the older adult segments' usage was diluted by a significant share of office-based Internet access. However, it is in the online activities that young adults engage in that a trend towards online social networking becomes palpable. This can be evinced by the proportion of young 18-25-year-old males who engage in social networking (30%) when compared to 26-35-year-old males (20%) and 36-45-year-old males (12%).
Once again, these figures are largely consistent among 15-19-year-old males and females, with the most popular Internet activities being social networking (Facebook, YouTube, Twitter), search (Google, Yahoo), chat and music downloads. The virtual non-existence of online shopping reflects the low earning power of this consumer segment, while the popularity of chat and entertainment-based activities represents a shift towards online sociability that young adults perform in the comfort of their own homes.
These and other results are available in Analytix BI's latest report: “South Africa Segment Report: Young Adult Segment (18-25 years), which examines the trend-setting young adult segment of the South African market. The report provides a comprehensive geo-demographic profile of 18-25-year-olds, as well as a detailed segmentation analysis according to gender and affluence (LSM 1-4, 5-7 and 8-10). It is an indispensable reference point for anyone seeking to understand this vibrant market segment of current and future consumers.
Some of the key questions the report seeks to answer are:
* Who are 18-25-year-olds? Eg, age, gender, affluence, life-stage, geo-demographics
* How do you engage with them? Eg, lifestyle, Internet, sports, music interests
* What media do you use to communicate to them? Eg, TV, radio, newspapers, magazines
* What are the important consumer trends that should be included in your business strategy?
Please note that the full 81-page consumer intelligence report is available for purchase for R7 500 (excluding VAT). Simply visit www.analytixbi.com to view the brochure and order form or contact us directly on (021) 551-7066.
Please click here to see the graphs.
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